The mood is upbeat at the Mall of the Emirates as visitors from across the world and UAE residents fill their shopping bags availing heavy discounts and bargains during the 16th edition of Dubai Shopping Festival that runs until February 20th.

The mall is a part of the Majid Al Futtaim Properties, one of the strategic partners of the Dubai Events and Promotions Establishment (DEPE) that organizes Dubai Shopping Festival.

This ultimate leisure, entertainment and shopping destination is strategically located in the heart of what is now termed ‘New Dubai'. It offers over 520 international brands including all the top high-end designer and luxury outlets besides department, fashion, lifestyle, sports, electronics and home furnishing stores and the largest Carrefour in the city.

DSF 2011 promises to add to the thrilling shopping experience at the mall and is witnessing visitors from various parts of the world this month.

One such excited visitor, Darkhan, from Kazakhstan, said: "This is the first time I am attending the Dubai Shopping Festival and it is also my first visit to Dubai. I have come with my family and we are so very pleased to be here during the festival time. We have come to Dubai with the sole purpose of shopping. There are lots of discounts that it makes it worthwhile. We would definitely want to visit Dubai every year during DSF."

Ruth Smith, from Scotland, who is visiting Dubai with her sister and mother, summed up the DSF shopping experience at Mall of the Emirates in just one word: "Exhausting!" She said: "I am so tired from shopping already but I do not want to stop. My family and I are in Dubai only for one day as we have a cruise ship to catch, and we spent all of it just shopping. The discounts are huge and sales are extremely good. So I am happy that it has been an exhausting but fulfilling shopping experience for us."

Syrian businessman Talal Allaf echoes similar views. He said: "I am a UAE resident but have called in my whole family from Syria just to experience the whole DSF 2011 excitement. They are all very happy to be here and are completely taken in by all the mage deals and offers. They would like to revisit Dubai every year during the shopping festival."

And rightly so, considering that Mall of the Emirates offers families a compelling leisure experience with attractions such as the world renowned Ski Dubai – UAE's only indoor ski slope; Magic Planet family entertainment area, a 14-screen multiplex cinema; Kempinski Hotel; The Pullman Dubai Hotel; the 500-seat DUCTAC community theatre and accompanying arts centre, in addition to over 85 coffee shops and restaurants.

The fun does not stop there. The ongoing Dubai Carnivals at the mall add extra colour and vibrancy to the whole DSF experience. While browsing through shops, visitors will be surprised at intervals by an enlivening all-out display by various performers including jugglers, stilt walkers, unicyclists, and musicians to showcase the festive feeling of DSF across Dubai.